The Birth
of TheYaar
Art Born from Imagination
As artists and designers, Asal Farshchi and Sogol Zamani have always viewed imagination as the core of their craft. To them, imagination is not just a tool; it’s everything. It’s the spark that ignites their creativity, allowing them to see the world not as it is, but as it could be. They dreamed of a world where art knew no borders, where creativity could flourish freely, unfettered by physical constraints or cultural expectations. In a society where women’s contributions in certain fields are sometimes overlooked, these two friends joined forces to establish TheYaar, a creative studio that not only showcases their artistic talents but also stands as a symbol of determination and dedication. The name “TheYaar,” which translates to “friend” in Persian, represents the deep connection they share—not only with each other but also with every piece of work they create. TheYaar is a manifestation of their shared vision: a place where imagination, artistry, and the drive to create come together to form something exclusive and inspiring.
Asal Farshchi
Art Director | Creative Designer | Strategic Designer
Asal Farshchi was born in Tehran in the early days of spring 1988, and from a young age, she balanced a love for music, the dedication of a professional tennis player, and the achievements of a top student. In 2006, she entered the prestigious University of Tehran, Faculty of Fine Arts, as a graphic design student. Her passion for design quickly grew into a way of life—a lens through which she sees, hears, and interprets the world. After graduating as a top student in her bachelor’s program, Asal continued her studies, entering the master’s program in graphic design in 2011 and graduating in 2014. Seeking new perspectives, she furthered her education at OCAD University in North America, returning to Iran with fresh insights and experiences.
Her Professional Path
Asal’s career began alongside her studies, where she applied her academic learning to real-world projects. Over the years, she has worked as an art director and creative designer with various advertising agencies and branding studios.
Her professional journey has honed her skills in brand strategy and deepened her belief in human-centered design as an essential problem-solving tool. For Asal, strategic thinking in branding goes beyond logos and slogans; it defines a brand’s essence, promises, and personality. Her dedication to design has led her to participate in group exhibitions across Iran, Mexico, Belgium, and the USA. She has been recognized with numerous awards, including the Gold Prize at Iran’s Biennial Exhibition of Packaging Designers for creativity in experimental projects, and multiple honors from the World Brand Design Society for her brand projects. Most recently, she won the Bronze Award from the World Brand Design Society and the Gold Award from the 2024 MUSE Creative Awards for her work on brand redesign category.
In recent years, Asal’s exploration of typography has blossomed into a distinct 3D typography style, a passion that led her to win the prestigious TDC Ascenders competition in New York in 2022. Recognized as one of the top 25 talents worldwide in typography and lettering.
Sogol Zameni
Art Director | Visual Artist | Copy Writer
Born in the vibrant heart of Tehran in 1984, Sogol Zameni grew up in a family deeply passionate about the arts. Music filled her household, and from the age of eight, she began exploring its melodies. Alongside her creative pursuits, Sogol also excelled in swimming, reaching near-professional levels. Her artistic journey took shape at the Art School of Graphics during high school, ultimately leading to a bachelor’s degree in Graphic Design from the University of Science and Culture in Tehran. With years of experience as an art director, visual artist, and copywriter, Sogol has collaborated with a variety of advertising agencies and design studios. A major highlight of her work lies in her collaboration with musicians, where she crafts visuals and video art that elevate their music. This intersection of art and music is a personal passion for Sogol.
Now based in Toronto, Sogol continues to push the boundaries of art and design. She believes that art is a powerful embodiment of ideas, stories, and the limitless magic of imagination. There are no boundaries when a concept wants to come to life—every medium is a path for it to emerge from the mind. Whether she’s designing brand identities, conceptual visuals, or video art, every project reflects Sogol’s commitment to blending creativity with purpose, all rooted in a deep connection to narrative.
Her Approach
Sogol’s work spans a diverse range of mediums—digital arts, illustration, typography, and more. Her goal is simple yet profound: to create conceptual visuals that resonate and evoke emotion. As an art director, she guides projects with a holistic vision, ensuring every detail supports the overall message. In her role as an idea developer, Sogol brings concepts to life, transforming abstract visions into compelling, impactful realities.